PSG builds brand around Paris’ “heritage of excellence”

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Paris Saint-Germain (PSG) has taken another step towards its goal of developing the club into one of the world’s leading sporting brands by unveiling a new visual identity.

Paris Saint-Germain (PSG) has taken another step towards its goal of developing the club into one of the world’s leading sporting brands by unveiling a new visual identity.

PSG said the new logo, which will be officially launched at the beginning of next season, represents the positioning of the club around the “heritage of excellence” associated with Paris, along with its two universal values of ethics and aesthetics. The Parisian brand is therefore brought to the fore of the logo with the word ‘Paris’ placed in bold lettering at the top of the badge, with the Eiffel Tower at the heart of the logo. The base of the logo has the name ‘Saint Germain’ which continues to be associated with the brand, along with the fleur de lys emblem.

PSG president Nasser Al-Khelaifi said: “The evolution of the Paris Saint-Germain logo marks an important stage in the implementing of our ambition, namely making Paris Saint-Germain one of the world’s greatest sporting brands.”

PSG announced in July that it would market its rapidly developing brand in-house after reaching an agreement to end its partnership with the Sportfive agency. Qatar Sports Investment (QSI) in March 2012 acquired the remaining 30% stake in PSG in a deal that valued the club at Eur100 million. QSI had originally acquired a 70% stake from US investment firm Colony Capital in June 2011. Al-Khelaifi has previously stated his ambition of transforming PSG into one of the biggest teams in the world. He said that the vision for the club centres on attracting the finest players on the planet and turning PSG into a profitable enterprise. Emirates this month agreed in principle to a five-year extension to its shirt sponsorship deal with the Ligue 1 giant, while the club is due to reveal precise details of its controversial new commercial partnership with the Qatar Tourism Authority (QTA).